Enterprise Mobility: The Impact of Changing Employee Behaviour Richard Absalom, Principal Analyst, Enterprise Mobility richard.absalom@ovum.com / @RichAbsalom 23 April 2015 1
About Ovum Leading independent global IT & Telecoms Research & Analysis firm 180 analysts covering a broad set of technologies and markets Provides strategic advice to telecoms operators, IT vendors, service providers, and enterprise IT leaders Headquartered in London (UK) 4 year history of investment in understanding consumerization behaviours 2
Agenda Trends and drivers of consumerization BYOD happens whether you like it or not an often against corporate policy What an end to end enterprise mobility management solution should look like The competitive landscape in EMM and how it will shape up over the next 24 months 3
Trends and drivers of consumerization 4
The world is changing By 2019 there will be, in active use across the world: Almost 4.4 billion smartphones: companion devices that never leave our side Over 2 billion tablets: powerful and highly portable 5
Does this look familiar? 6
How about this? 7
People use multiple screens in all areas of their life Personal apps Blurring lines: personal and work apps Work apps We use multiple screens to access the same applications / content 8
% of all respondents How many different devices do you use during a typical working day? 40% 35.4% 34.1% 30% 20% 17.3% 10% 0% 5.8% 4.3% 1.3% 1.9% 0 1 2 3 4 5 6 or more Number of devices used on a typical working day The majority of respondents (69.5%) still tend to use only one or two devices on a typical working day. For three or more it is 24.8%. Another way of looking at it: 58.8% use two or more devices every day. Source Ovum: Employee Mobility Survey 2014, N=5,187 9
Topline BYOD numbers in 2014 69.2% 77.0% of full-time employees, who are smartphone owners, use their smartphone for work (not incl. calls/sms) Source Ovum: Employee Mobility Survey 2014, N=5,187 of full-time employees access corporate data from a personally owned smartphone or tablet 68.8% of full-time employees, who are tablet owners, use their tablet for work 66.4% of full-time employees, who are laptop owners, use their laptop for work occasionally 10
% respondents who BYOD BYOD by country, 2012 14 2012 2013 2014 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Global average rate of BYOD in 2014: 68.6% The rate of BYOD behavior is increasing across every geography, with Sweden the only country where it is down on 2012. The trend for the highest levels of BYOD to occur in high growth markets continues, while some of the lowest rates are seen in mature, western markets. Source Ovum: Employee Mobility Survey 2012 (N=4,038), 2013 (N=4,371) 2014 (N=5,187) 11
% of all respondents BYOD by vertical, 2012 14 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 2012 2013 2014 BYOD behavior is growing in every vertical, with only media / publishing showing a small decline over 2013. Agriculture shows the biggest growth, although the small sample sizes in this sector may lead to discrepancies in the data. Source Ovum: Employee Mobility Survey 2012 (N=4,038), 2013 (N=4,371) 2014 (N=5,187) 12
% of all respondents BYOD by job role, 2012 14 2012 2013 2014 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% The rate of BYOD is rising in most job roles, with the exceptions of customer service and care provision although these are both up on 2012. As expected and first seen in 2012, executives lead the way in terms of wanting to use their own devices for work. Source Ovum: Employee Mobility Survey 2012 (N=4,038), 2013 (N=4,371) 2014 (N=5,187) 13
% of all respondents BYOD by company size, 2012 14 90% 2012 2013 2014 80% 70% 60% 50% 40% 30% 20% 10% 0% 1-49 employees 50-99 employees 100-999 employees 1,000-4,999 employees 5,000-10,000 employees Over 10,000 employees Whether employees choose to BYOD or not appears to be influenced by the size of their company, with those in the biggest organizations again demonstrating the lowest propensity to BYOD (2014 is the first year that we covered the 1 49 bracket). Bigger organizations have the resources to provide employees with the devices they need or choose. Source Ovum: Employee Mobility Survey 2012 (N=4,038), 2013 (N=4,371) 2014 (N=5,187) 14
% of all respondents BYOD by age, 2012 14 2012 2013 2014 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 16-20 21-25 26-30 31-35 36-40 41-45 46-50 51-55 56-60 61+ The trend continues in 2014: those employees in the younger age brackets are more likely to BYOD. Source Ovum: Employee Mobility Survey 2012 (N=4,038), 2013 (N=4,371) 2014 (N=5,187) 15
% of respondents who use their own smartphone for work BYO smartphone (BYOS) by type of smartphone owned, 2012 14 90% 2012 2013 2014 80% 70% 60% 50% 40% 30% 20% 10% 0% BlackBerry Windows Mobile ios Android Windows Phone Symbian BlackBerry and Windows Mobile owners have consistently been those most likely to BYOS, but there is a high rate among all OSs. If someone owns a smartphone of any kind, they are highly likely to use it for work. Source Ovum: Employee Mobility Survey 2012 (N=1,939), 2013 (N=2,334) 2014 (N=3,405) 16
% of respondents who use their own tablet for work BYO tablet (BYOT) by type of tablet owned, 2012 14 100% 2012 2013 2014 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% BlackBerry PlayBook Android ipad Windows 8 Android and ipad users by far the dominant platforms share a very similar propensity to BYOT, while BlackBerry and Windows owners are still most likely to bring these devices to work. Source Ovum: Employee Mobility Survey 2012 (N=1,046), 2013 (N=1,354) 2014 (N=2,088) 17
% respondents who use their own laptop for work BYO laptop by type of laptop owned, 2013 14 90% 80% 70% 83.7% 76.8% 2013 2014 69.5% 65.4% 60% 50% 40% 30% 20% 10% 0% Apple Mac Microsoft Windows Mac users remain more likely to use their laptop for work than Windows users, although the user base is much smaller. Source Ovum: Employee Mobility Survey 2013 (N=2,429) 2014 (N=2,838) 18
Why do employees use their own smartphones for work? I prefer it to the smartphone that my employer gives me to use 17.8% My employer does not give me a smartphone to use and I would like to be more mobile 2.5% There are a range of applications that I can use on my own smartphone that help me to do my job better 37.2% It is more convenient to use my own smartphone in some situations (e.g. when travelling or at home) than any other device 46.1% Using my own smartphone lets me keep up to date with important issues at work all day long 35.3% My employer expects / requires me to use my own smartphone for work 0.8% None of the above 13.2% 0% 10% 20% 30% 40% 50% For those that BYOS, convenience is the key driver in terms of use in certain situations and locations (46.1%), accessing helpful apps (37.2%), and keeping up to speed with key issues no matter where they are or what time of day it is (35.3%). Source Ovum: Employee Mobility Survey 2014, N=3,671 19
Important factors in choosing a smartphone How do the following factors influence your device choice when selecting a smartphone to use at work? Please rank on a scale of 1-4, where 1 is the most important and 4 is the least important 1 2 3 4 Affordability 47% Age of my current device and need for a new one My preference for personal usage 36% Most suitable for my job role 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % respondents who BYOS Suitability for the role is the highest ranked factor when choosing a smartphone to use for work, but not as popular as one might expect with preference for personal usage following close behind. For most, these factors, alongside the age of the device, are bigger factors than the expense of the device. Source Ovum: Employee Mobility Survey 2014, N=3,405 20
% all respondents Attitudes toward mobile and flexible working practices 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Do you personally agree or disagree with the following statements? 14.2% 12.0% 12.8% 19.3% 27.0% 27.2% 16.7% 17.9% 26.9% 29.5% 30.6% 26.5% 12.4% 15.0% 12.2% I would like to use a single PC for work and personal use I would like to use a single phone for work and personal use I would like to use a single tablet for work and personal use Strongly disagree Disagree No opinion Agree Strongly agree The desire to use a single device rather than carry around or own multiple smartphones, tablets, or laptops is a driver of BYOD although not as strong as might be expected. The majority of respondents actually have no opinion on the matter or disagree with the idea. Source Ovum: Employee Mobility Survey 2014, N=5,187 21
Attitudes toward mobile and flexible working practices "If my company provided me with a smartphone or tablet of my choice, to be used for personal as well as work purposes, I would see this as a perk" 26.9% 7.9% 5.6% 21.6% 38.0% Strongly agree Agree No opinion Disagree Strongly disagree The majority of respondents (59.6%) view being given a device to use for both work and personal purposes as a perk boding well for companies wanting to implement a "choose your own device" (CYOD) and/or "corporate owned personally enabled" (COPE) mobility policy. Source Ovum: Employee Mobility Survey 2014, N=5,187 22
BYOD happens whether you like it or not and often against corporate policy 23
It s clear that there is a major difference in employee behaviour vs. employer expectations and management % of respondents Do you use your personal devices for work? (employees) vs. What percentage of your employees use their own devices for work? (enterprise IT) Employee responses Enterprise IT responses 70% 65.6% 60% 54.7% 50% 40% 40.3% 30% 26.0% 20% 16.8% 17.4% 10% 0% Smartphone Tablet Laptop Source: Ovum Employee Mobility Survey 2014 (N=5,187), Ovum ICT Enterprise Insights Survey 2014 (N=2,708) 24
% respondents who BYOS Different employer strategies for employees that BYOS 100% 90% 80% 70% 60% 50% 40% 30% 12.1% 9.2% 8.1% 8.8% 9.5% 9.9% 21.7% 23.5% 11.2% 12.4% Not allowed to use this device No choice corporate provisioning CYOD / COPE Unsupported, unrestricted BYOS Limited, supported BYOS Unrestricted, supported BYOS 20% 10% 33.3% 40.4% 0% 2013 2014 Among those that BYOS, 26.8% are doing so directly against stated corporate policy, and 21.7% are doing so in an unmanaged fashion. This level of unmanaged BYOS is slightly lower in 2014 than in 2013, but it demonstrates that many organizations are still getting to grips with the behavior. Just over half (51.6%) of BYOS activity is being managed by a dedicated corporate policy. Source Ovum: Employee Mobility Survey 2013 (N=2,334), 2014 (N=3,405) 25
What an end-to-end EMM solution should look like 26
From the service desk perspective, you are likely as not now required to make sense of all of this 27
A complete managed mobility solution has multiple components addressing the variety of enterprise demand TEM MDM MAM Mobile Device Management Mobile Application Management Mobile Application Development Platform VDI User MADP Network Access Control Identity & Access Management IAM NAC Virtual Desktop Infrastructure Telecoms Expense Management 28
MDM The basic requirement for most EMM solutions Able to effectively manage, monitor and secure a full device with common features such as remote lock and wipe, GPS tracking Supports all mobile OSs so can be deployed in multi-platform environment Recommended for: corporate-owned policies But: features limited to an extent by the OS Negative reactions expected if deployed on employee-owned devices 29
MAM / Containerization, and MADP Required to develop and manage the full lifecycle of mobile enterprise apps Can push apps automatically to users, or provide an app store as a discovery mechanism Able to deploy and support both in-house and third party apps Recommended for: BYOD / CYOD policies Can use app-wrapping or containerization to add app-level security and keep work and personal activity separate But: without a view of the full device, doesn t provide the highest level of security if deployed on its own 30
MAM: managing the full lifecycle Off-board Build Apply learning Push OTA Wipe Update / retire Deploy Discover in enterprise app store Users Time Frequency Activities Analyze Fix Monitor Track usage in real time Crashes Bugs 31
Network infrastructure and NAC Making sure your organization s network infrastructure is up to standard is vital in terms of dealing with the coming demand for connectivity from mobile devices Useful to be able to prioritize different types of internet traffic to make sure that core productivity applications are always available Recommended for: all mobility policies NAC also provides an important layer of security, vetting data before it hits devices and ensuring device compliance Works in conjunction with MDM, MAM, IAM 32
IAM Identity underpins all security and management issues around mobility: ensuring that the right people have the right access Important to be able to link devices to owners In some scenarios can also manage separate identities on the same device for example if employees share devices, or an individual wants to separate work from personal persona Recommended for: all mobility policies Works in conjunction with MDM, MAM, NAC 33
VDI The most secure method of accessing corporate data, nothing ever stored locally to the device Can offer a familiar environment across any device But: requires a constant connection Recommended for: corporate-owned policies Does not provide an optimal user experience, with the native OS the very reason many choose to use a certain device ignored 34
TEM Managing telecoms expenses often goes under the radar, but it s an important aspect of a complete EMM solution Keeping a track of voice and data expenses, especially when users are roaming, can be highly complicated and requires a very granular focus Recommended for: all mobility policies Applicable to both personal and corporateliable phones Carriers are not trusted to do this, for obvious reasons So the onus is on software vendors 35
Ovum s rough guide to mobile strategy and solution suitability Highly suitable Occasionally suitable Unsuitable Strategy Solution BYOD CYOD / COPE COBO MDM MAM / Container Virtualization Company that wants to embrace existing behaviour Company that wants to cut costs Company that views mobility as a long-term strategic investment Company that has a low appetite for risk Company that has stringent regulations to comply with Source Ovum report: Beyond BYOD how businesses might COPE with mobility 36
The mobility maturity model Transform business processes by providing process-specific Soldier apps Trial a solution / service to manage the influx of devices often MDM Build on the original solution to provide a wider range of capabilities to end users, including Hero apps Identify internal demand for mobility often driven by BYOD React Adopt Build Transform 37
The mobility maturity model where does your business fit? React Adopt Build Transform Do you have a formal corporate mobility policy in place? No or only a very limited one We have an early stage / trial policy in place We have iterated the first version of our mobile policy Yes it is a cohesive part of the overall IT policy Do you have an approved list of mobile devices for use at work? No or only a very limited one We are trialling different devices Yes and it is under constant review Yes and it is under constant review What mobile productivity apps do end-users have access to? Email, calendar, PIM Email, calendar, PIM A small range of approved off-theshelf Hero apps A wide range of both off-the-shelf and custom developed, taskspecific Soldier apps What type of mobility management solution do you have in place? None / BES / ActiveSync / VDI BES / ActiveSync / VDI plus MDM MDM plus MAM / Containerization End to end Enterprise Mobility Management (EMM) 38
The competitive landscape in EMM and how it will shape up over the next 24 months 39
Overall execution assessment score (scale 1 10) The supply-side EMM (Enterprise Mobility Management) market is hugely competitive: there is a potentially confusing array of choice 10 8 6 4 2 0 0 2 4 6 8 10 Overall technology assessment score (scale 1 10) Source: Ovum Decision Matrix: Selecting an Enterprise Mobility Management Solution, 2014-15 40
Overall execution assessment score (scale 1 10) The supply-side EMM (Enterprise Mobility Management) market is hugely competitive: there is a potentially confusing array of choice 9.0 Citrix AirWatch by VMware 8.0 Good Technology MobileIron SOTI IBM 7.0 SAP Tangoe Globo 6.0 LANDesk Symantec 5.0 1.5 2.5 3.5 4.5 5.5 6.5 Overall technology assessment score (scale 1 10) Source: Ovum Decision Matrix: Selecting an Enterprise Mobility Management Solution, 2014-15 41
EMM is moving to become part of a wider digital workspace solution Work is something we do, not somewhere we go People are increasingly device-agnostic they just want their content, data and tools on whichever screen they have in front of them So EMM cannot exist in a vacuum it needs to go hand in hand with a broader vision of making tools, applications and data available across all different types of endpoint, to enable employees to work wherever they are and which devices they have with them Some vendors already moving into this space, ultimate aim is to provide single pane of glass management for all endpoints and applications. Those with existing expertise and offerings around IT service management are at an advantage from that point of view 42
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